Client Overview

Club 2008 is a vibrant hospitality venue that offers a versatile mix of experiences, including four designer rooms for overnight or daily use, an outdoor restaurant and bar, an indoor restaurant and bar, a fully-equipped conference room, an outdoor swimming pool, and three tennis courts—one of which is covered. Positioned as a premium leisure and event destination, Club 2008 caters to both local guests and travelers seeking a unique blend of relaxation, recreation, and fine dining.

Client Goals

The primary objectives for Club 2008 were to significantly increase direct bookings through their own digital channels, boost bar occupancy rates, and enhance overall online visibility. Reducing reliance on third-party platforms like Booking.com was a key goal to help regain control over the customer experience and improve profit margins. By shifting more users toward direct engagement, Club 2008 aimed to build a stronger brand presence, encourage repeat visits, and create upselling opportunities for its hospitality services, including bar events and conference bookings.

Project Timeline

Total Duration: 6 Months
The The project followed a milestone-based structure over six months, with deliverables and performance checkpoints reviewed monthly. This approach enabled agile adjustments and ensured alignment with evolving goals and campaign data insights.

Problem Statement

Club 2008 faced a major business challenge: a heavy dependency on third-party booking platforms, especially Booking.com, which accounted for most reservations but came at the cost of high commission fees and minimal direct brand engagement. This dependency limited customer ownership and prevented the venue from leveraging personalized marketing, loyalty initiatives, or dynamic pricing. The club needed a focused strategy to build its own direct booking ecosystem, improve brand discoverability, and reduce reliance on commission-heavy intermediaries—all while boosting bar footfall and strengthening customer retention.

Our Strategy

To accomplish Club 2008’s goals, we launched a multi-channel Google Ads campaign strategically designed to boost direct bookings, increase bar occupancy, and elevate brand recognition across digital platforms. Our search ads targeted high-intent users actively looking for boutique stays, local getaways, and conference venues, using geo-targeted keywords like “book hotel near Bulgaria” and “private stay with bar.” The ad copy emphasized direct booking incentives such as “Book Direct & Save 15%” and “Free Welcome Drink on Arrival” to encourage conversions. Display ads focused on brand awareness and bar promotion, featuring eye-catching visuals of the poolside bar, live events, and dining experiences. These were targeted to users interested in nightlife and leisure, while remarketing ads re-engaged previous site visitors who didn’t convert. Additionally, local campaigns were deployed via Google Maps and local search to capture nearby traffic in real-time, using location-specific CTAs like “Walk In for Happy Hour” and “Call Now to Reserve.” This comprehensive approach ensured maximum visibility, engagement, and lead generation across all touchpoints.

Results

The strategy delivered impressive results across all key performance metrics. Direct bookings increased by 62%, significantly reducing Club 2008’s reliance on Booking.com and resulting in substantial savings on commission fees. Bar occupancy rose by 47%, especially during weekends, driven by display ads that highlighted themed events and exclusive promotions. Website traffic surged by 85%, supported by a strong click-through rate of 6.2% on Google Ads—well above the industry average. Remarketing campaigns boosted repeat visitor engagement by 35%, while local ads led to a notable increase in walk-ins and same-day bookings. Most importantly, Club 2008 gained greater control over its customer acquisition channels, enhanced user engagement, and established a scalable digital foundation to support long-term growth.